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The objective of this paper is to further the understanding of netnography as a research method for supply chain academics. Netnography is a method for gathering and gaining insight from industry-specific online communities. We prescribe that viewing netnography through the lens of the supply chain will permit researchers to explore, discover, understand, describe or report concepts or phenomena that have previously been studied via survey research or quantitative modeling.

To introduce netnography to supply chain research, we propose a framework to guide how netnography can be adopted and used. Definitions and directions are provided, highlighting some of the practices within netnographic research.

Netnography provides the researcher with another avenue to pursue answers to research questions, either alone or in conjunction with the dominant methods of survey research and quantitative modeling. It provides another tool in the researchers’ toolbox to engage practitioners in the field.

The development of netnography as a research method is associated with Robert Kozinets. He developed the method to study online communities in consumer behavior. We justify why this method can be applied to supply chain research, how to collect data and provide research examples of its use. This technique has room to grow as a supply chain research method.

The purpose of this study is to determine which factors affect virtual reality (VR) adoption by sports fans. Second, this paper seeks to evaluate consumer expectations of experience as related to introduction of VR. Based on the technology acceptance model, modified for the purpose of this study, and expectancy value theory, it was hypothesized that the frequency of sports-related information consumption, via different media channels, the expected improvement in the consumption of sports related information after adoption and attitude toward VR positively affect the likelihood of adoption.

The study relied on a quantitative questionnaire design method embedded in Qualtrics online survey tool. In addition, participants were exposed to a 75-s video about VR.

This study found that attitude toward VR, frequency of sports-related information consumption and expected improvements to information consumption after technology introduction positively affect adoption. The findings encourage adoption of a new channel, as it is likely to improve sports fan experiences related to information seeking and sports service consumption.

This study attempted to explore a relatively untapped area of research in VR usage particularly focusing on sports consumers. Most importantly, this applied study explored whether fans are willing to adopt VR, a relatively new technology that may have a high impact on the sports industry. Finally, this study relied on the modified technology adoption model and attempted to minimize its shortcomings. With that, this study should be viewed as beneficial to both theory and practice.

The purpose of this paper was to uncover morality and dynamics of community of incentivized reviewers who primarily review products on Amazon.com. and, as of late, on various social media platforms. This study is important because it uncovers unknown dynamics that shapes consumer morality and drives reviewer’s ethics. Given the fact that consumers heavily rely on reviews, findings of this paper are of great values to practitioners, consumers and policymakers and highlight potential area of research particularly related to morality.

This study, conducted over a period of 1.5 years, relying on a netnography to collect data and thematic analysis to make sense of data, uncovered behaviors that contribute to the J-shape distribution of reviews on Amazon.com and questionable reviewer ethics.

Findings of this study suggest suppressed consumer morality driven by desire to gain benefits in form of free products and manipulation of the review system in an attempt to boost sales and the prevalence of biased reviews. The findings shed light on overconsumption driven by an opportunity to receive free products, introduction of review bias into the public domain and attempts to manipulate Amazon’s algorithms.

Findings of this study carry tremendous implications for average consumer who relies on consumer-generated reviews without realizing the presence of bias. Furthermore, the findings shed light of unfair business practices of sellers who demand high ratings. Finally, the findings suggest that there is opportunity for policymakers to address a loophole because incentivized reviewers, regardless of Federal Trade Commission regulations, may be operating in gray area, much less controlled than advertising.

This study is unique because while other studies may conduct similar netnographies of reviewing communities, this community was examined during a span that covered the incentivized reviewing boom, Amazon’s ban on incentivized reviewing, and the revival of reviewing activity post ban. Given recent changes to Amazon’s Terms of Service, the researcher documented changes that future studies will not be able to examine unless data have already been collected. However, post ban activity continues and is likely affecting purchasing decisions of unsuspecting consumers all around.

This study aims to examine small-firm shifts in behavior during major supply chain disruptions that change supply chains permanently. The study focuses on small to mid-sized enterprise (SME) responses to suppliers’ opportunistic behaviors within a larger disruptive environment. The study addresses two broad research questions: how do small businesses adapt to supply chain disruptions, and under what conditions are such adoptions warranted?

This study used mixed methods, a qualitative netnography and a quantitative analysis of survey data. It tested a model based on responses from members of an online business-to-business community. The model development was driven by the findings from netnography and two theoretical lenses.

The responses suggested a strong relationship between the two theoretical approaches. The conditions described by the resource-based view (RBV) of the firm led to many real options. Supply chain disruptions and deceptive suppliers triggered rapid adaptation through traditional marketing tactics and strategies. Changes in the supply chain, and place, led to responses in price, promotion and product. Respondents hoarded, developed relationships with new, nonopportunistic suppliers and changed prices, products and product mixes. They developed cooperative relationships – coopetition – to deal with shared problems.

This study interprets supply chain disruptions through the lens of marketing in SMEs; it combines qualitative and quantitative methods to better understand supply chain disruptions in a marketing context; it applies the real options theory and the RBV of the firm to marketing in the context of supply chain disruptions, and it reflects real-time small-firm behavior in a crisis.

This paper aims to address the complex nature of social performance (CSP/CSR) in building a trust-based consumer relationship. The relative and aggregate influence of corporate functional performance, corporate social performance (CSP) and shared values within a trust-based customer–brand relationship and their impact on behavioral loyalty in the forms of retention, referral and ease of voice are empirically tested.

Respondents were recruited to participate in a study on ice cream shop preferences. Structural equation modeling was used to simultaneously test the effects of independent variables on dependent variables.

Shared values mediate the effect that CSP has on trust and all loyalty behaviors. Trust has a significant influence on one behavior:retention.

The findings may be specific by industry, product type or consumer involvement. Further tests should be performed with varying levels of each.

Millennial consumers expect organizations/brands to engage in CSR activities, and, because of increased CSP reporting, are aware of an organization’s CSR efforts. If the CSP does not reflect the customer’s value system (shared values), the long-term relationship can be impacted negatively. Firms must strategically consider the values communicated by their CSR activities to build and care for long-term relationships with their target consumer.

This research is the first to integrate and test a comprehensive consumer relationship model of CSP.